Advertiser Learning in Direct Advertising Markets

By pooling information across many advertisers, direct buy ad networks can alleviate advertiser uncertainty about where to place ads, increasing publisher revenue and advertiser welfare.

Publication Details

Journal
Marketing Science
Published
2026-03-23
DOI
https://doi.org/10.1287/mksc.2024.0847
Primary Topic
Consumer Market Behavior and Pricing
Type
article
Field-Weighted Citation Impact
0.00
Controls
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article

Advertiser Learning in Direct Advertising Markets

Marketing Science
Consumer Market Behavior and Pricing
article

Advertiser Learning in Direct Advertising Markets

article en

Abstract

By pooling information across many advertisers, direct buy ad networks can alleviate advertiser uncertainty about where to place ads, increasing publisher revenue and advertiser welfare.

Marketing Science
Openalex Percentile: Top 9%
Consumer Market Behavior and Pricing
DOISourceOpenAlex
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Advertiser Learning in Direct Advertising Markets · Marketing Science (2026) | TGRS Research Map | TGRS